Price most important influence when buying meat

New research undertaken by the British Poultry Council (BPC) has found price to be the most important factor for consumers when deciding which meat to buy.

A survey of more than 2,000 people has revealed that 61% considered price the most important factor, while appearance and taste also ranked as factors that influenced purchasing.

The most price conscious were found to be shoppers aged between 18-24 and from the South West.

Earlier this year the BPC found more people now eat poultry rather than beef, pork or other meat, which it put down to the knock in supply chain confidence that the horsemeat scandal caused in early 2013. It said this had also boosted consumers' preferences for buying British, with 60% reporting they either always or mostly bought UK meat.

Andrew Large, chief executive of the BPC, said the UK poultry industry was feeding the nation. "British provenance remains important for the majority of consumers and so we will strive to provide them with high-quality, healthy and affordable foods."